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Search and Editorial Workflow at Content Strategy Applied

0 comments By Steven Wilson-Beales Filed in entertainment, media, search, workflow Tagged with , , , January 14th, 2011 @ 3:43 PM

This week I presented at the Content Strategy event in Richmond – discussing how we approach ‘Search’ in our editorial workflow at MSN. My main point was that search is now so much more than ‘just’ SEO, especially now that search engines are taking more account of our social media activity when ranking pages.

And if you add to the mix the way that trending topic tools (Tweet Deck for instance) can shape the type of stories you choose to publish that day – then the lines between search and editorial begin to blend.

That’s why good ‘Search’ in the wider sense reinforces good editorial practise and promotion. You don’t have to compromise, they can all work together in harmony to hit your online objectives. 

Great to see so many questions raised and thanks to everyone for their input. My edited presentation below.

Search and Editorial

Top ten SEO tips for Content Managers #1

0 comments By Steven Wilson-Beales Filed in seo, strategy Tagged with , , , , , , , December 28th, 2010 @ 9:13 PM

What would the ultimate SEO checklist for your team look like? It would probably include a bit of detail, as well as the a bit of strategy, taking account of how your own editorial team is structured and the resources available to you. Oh, and it would be easy to understand and execute. Every team is different so here’s my own suggestions:

  1. Be Aware: Do you know what search keywords are being used right now by people looking for the content you produce?  Do you know what they are most interested in today? Are you familiar with the trends and tools to help you get that insight? 
  2. Respond: Is you team structured to respond to breaking news and changes in your market? Can they lend their journalistic expertise to what is being discussed by Joe Public? Can they separate the rumours from the facts? Can they use their contacts to illuminate other aspects of a story or kill it flat? Simply put, are you fast enough to respond to what’s happening right now and can you add value.
  3. Checklist: Have you simplified SEO to some quick and easy steps for your editorial team? Have you prioritised for them so they can concentrate on what they do best?
  4. Measurement: Have you put realistic SEO targets in place and put a system in place to track performance?
  5. Potential: Are you spotting gaps and opportunities? Are you prepared to accept that people just aren’t interested in what you think is your most interesting section?
  6. Focus: Is the whole team aligned towards a clear goal? Do you have a strategy document in place so each stakeholder can see progress clearly and objectively? Are you demanding more from your own in-house or external SEO expert?
  7. Celebrate:  Are you rewarding success and sharing best practise across groups? 
  8. Courage: Are you allowing the insights gained by SEO to flavour and shape your consumer proposition? Are you brave enough to go back to the drawing board?
  9. Review: Are you checking your selected keywords for popularity? Are they still ranking highly?
  10. Ideas: Have you provided links and resources for team members to find out more about SEO? Editorial insight should shape your SEO strategy so don’t leave it to the technical types. Ultimately, we’re all a little blind to the truth, but together we should be able to work it out.

elephant blind men thumb Top ten SEO tips for Content Managers #1

On Bing today…

0 comments By Steven Wilson-Beales Filed in microsoft, search Tagged with , January 28th, 2010 @ 3:17 PM

As someone who has never skied (but is considering) I have to admit that today’s Bing image fills me with fear and trepidation. I could think of nothing worse than being amongst this crowd waiting to..well whatever you do when you’re waiting for someone to get the hell out of the way so you can go crack some bones. Surely, there must be an easier way?

image thumb2 On Bing today…

Why Keywords are King

0 comments By Steven Wilson-Beales Filed in search Tagged with , October 20th, 2009 @ 5:29 AM

Just checked Google this morning after posting my story about the Sugababes the previous night. Hey Presto, I found myself almost at the top of the search rankings for that particular topic.

image thumb[1] 3D3029BF Why Keywords are King

Checking the Windows Live statistics I found that a large chunk of traffic had come from Google search, even though I was helped by the link the MSN homepage team gave me in ‘Editor’s Picks’. So, regardless of link authority, it just goes to show that if you choose the kind of words people will actually type into a search engine, then you’ll get higher in those SERPs. Plus, you could even beat MTV!

Can’t believe Keisha has actually gone.

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MSN Entertainment: Beating the Beeb

0 comments By Steven Wilson-Beales Filed in search Tagged with , October 10th, 2009 @ 5:04 AM

It’s a cheap shot but well worth celebrating!

image thumb1 MSN Entertainment: Beating the Beeb

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